Gucci: 24 Hour Ace

The Ace is rebuilt entirely in loops of yarn, web stripe and all, and carried past camera on a conveyor against saturated colour.

Knit is unforgiving at this size. The loops have to sit on the form the way real yarn would, following the panel seams rather than wrapping the shape, or it reads as a texture printed on a shoe instead of a shoe made of it.

Three frames from the loop. Like the Pop Mart film this is one continuous move, so the row shows the object entering, passing and leaving rather than three separate setups.

The Impression lists Oh Jia Hao among the artists in the campaign's first chapter. Gucci published #24HourAce on its own site, and Hypebeast and PAUSE covered the campaign.